Shimano
"Delivering a distictive new look and feel for Shimano apparel ."
THE CHALLENGE
Shimano is an iconic global fishing brand with a fiercely loyal following, built on performance, durability, and technical credibility. In a category where reputation is earned through reliability, every product carrying the Shimano name is held to a high standard.
Seeing an opportunity to extend the brand beyond equipment and into apparel, Shimano wanted to create a range designed for life on and off the water. The challenge was ensuring the clothing felt as authentic and performance-driven as the products the brand is known for.
Shimano partnered with us to develop a design-led apparel program spanning everything from everyday graphic tees through to highly technical 20K-rated wet weather gear. By combining Shimano’s market intelligence with our international trend forecasting, travel research, and performance apparel expertise, we developed distinct design stories across each range that balanced technical functionality with a more contemporary outdoor lifestyle aesthetic.
Working closely across design, development, and manufacturing, we created apparel designed not just for visibility, but for real use in the environments the brand naturally belongs within.
THE IMPACT
The partnership helped establish a stronger identity for Shimano within the outdoor apparel space, extending the brand beyond equipment into everyday wear and technical outerwear.
The response was immediate. Shimano saw strong growth in apparel sales alongside increased in-store foot traffic, stronger brand presence at retail, and increased credibility within the broader outdoor lifestyle market.
More broadly, the partnership demonstrated the value of treating apparel as an extension of brand experience rather than simply merchandise. By combining technical performance with considered design storytelling, Shimano created products its community genuinely wanted to wear both on and off the water.
Because when product reflects the values behind the brand, people connect with it differently.
"Producto understood our brand, our community, and the demands of life on the water. The result was a range that felt authentic, performed exactly as intended, and something our consumers are genuinely proud to wear.”
